The 7 Heavenly Sins

concept, design

for: ITS#SEVEN International Talent Support organised by EVE, presented by DIESEL

The image for the seventh edition of ITS was created around the theme of SIN. By playing with the popular "7 deadly sins" and the opposing (less known) "7 heavenly virtues" I reinvented "The 7 Heavenly Sins", an ambiguos way to create an imaginarium where light and darkness, good and evil, sins and virtues are melted together. In a playful way, 7 images represents those which are ironically labelled as "sins" but clearly represent 7 values associated with the essence of ITS, the first of which being of course Creativity. The vision of heaven as seen by master Gustave Dorè appears as the background of an image where, at first sight, you can't really tell if what you are seeing is heaven or hell. This concept is fairly and deeply developed through the ITS#SEVEN catalogue and the event itself.